??????????????????????????????????????????????????????????????????????????? SMEs ?????????????????????????????????????????????????????????

Abstract

This research is a mixed methods research consisting of qualitative research that aimed to study the application of contextual information to the conten types on social media of SMEs through in-depth semi-structured interviews with representatives of SMEs by 40 businesses and using quantitative research methods to 1) study content types on social media that affect customer engagement, 2) study content types on social media that affect brand loyalty, and 3) study the influence of customer engagement on brand loyalty. To serve as a guideline for developing content marketing types on social media for SMEs, an online questionnaire was used to collect data from 400 samples, using descriptive statistics, simple regression analysis and multiple regression analysisThe results of the qualitative study found that SMEs have applied consumer behavior data, purchase history, seasons with content type for content marketing on social media. The content types depends on the marketing objective, Content distribution channels, Target group characteristics including the consumer journey to make content marketing communication more effective and the results of the quantitative research found that 1) infotainment content and relational content have a positive influence on customer engagement. 2) infotainment content and remunerative content have a positive influence on brand loyalty, while relational content did not have a positive influence on brand loyalty. 3) Customer engagement has a positive influence on brand loyalty, significant at the 0.01 level

????????????????????????????????????? ???????????????????????????????????????????????????????????????????????????????????????????????????????????????????? SMEs ?????????????????????????????????????????????????????????? SMEs ????? 40 ?????? ?????????????????????????????? 1) ?????????????????????????????????????????????????????????????????? 2) ???????????????????????????????????????????????????????????????????? ??? 3) ?????????????????????????????????????????????????????????????????? ?????????????????????????????????????????????????????????????????????????????????????? SMEs ?????????????????????????????????????????????????? 400 ?? ????????????????????? ????????????????????????????? ????????????????????????????? ???????????????????? ????? ???????????? SMEs ??????????????????????????????????????? ??????????????????????? ?????????????????? ????????????????????????????????????????????????? ??????? ??????????????????????????????????????????? ???????????????????????? ?????????????????????? ????????????????????????? ?????????????????????????????????????????????????????? ??????????????????????????????? ????? 1) ????????????????????????????????????????????????????????????????????????????? ???????????????????????????????????????????????????????????? 2) ???????????????????????????????????????????????????????????????????????????????? ?????? ????????????????????????????????????????????????????????????? 3) ??????????????????????????????????????????????????????????? ??????????????????????? 0.01